Microcontent is a type of UX optimization that taps into the power of brevity, minimalism, and our limited attention spans to drive engagement. It’s certainly not a new tool in the marketer’s kit, and in fact, every website is already using it. The question is, do the creators of these websites understand the power of microcontent for web design? Or is it falling by the wayside in favor of bigger marketing goals?Read More
You have a message that you want to communicate to your target market. Maybe you even hired copywriters to craft a compelling story that you just know will resonate with your audience. But sometimes even the best copy can fall short if it's not displayed in a way that's easy for web visitors to read. This disconnect between your audience and your words can often be remedied by having a UX writer fine-tune your web copy. If you've gone through the trouble of designing a site that is easy to navigate and intuitive to use, go the extra mile and make sure that a UX writer also has a hand in how your website's written content is displayed.Read More
Adaptive content has several characteristics. The content reformats itself for differently-sized screens or platforms (without any input from the publisher), and it presents, in a dynamic fashion, different chunks of content based on the interface used. Together, it’s a type of content publishing automation that provides easy distribution across platforms.
Aside from the backend efficiency, this is the best way to communicate with your customers. It cuts through the limitations of publishing platforms and guarantees that each piece of content is delivered exactly the way it should be.Read More
Video content used to be an optional part of inbound marketing. No longer.
Research published in HubSpot shows that 54 percent of consumers actually want to see more video content from marketers, which is why 85 percent of businesses now have in-house staff dedicated to video production. Companies wanting to differentiate themselves in the market need to take a lesson from these brands and embrace video as a strategic marketing initiative.Read More
Content marketing and web design go hand-in-hand.
We'd say you can't have one without the other, but that just isn't true. Plenty of companies build websites without giving a thought to how their content will fit into the equation. In our view, this is a huge missed opportunity.
After all, content is the workhorse of your online presence, and it’s not something you can kick-start overnight. For the best content marketing ROI, you need to integrate it with your website design from the very beginning.Read More
Company blogs have been popular for well over a decade, and if you’ve been up and running for any sizeable span of that time, you have a lot of blog entries. Some of these pieces may be worth sprucing up and hanging onto; others, not so much. Repurposing old entries can be a great way to capitalize on your existing content, but first, you need to sort the regular content from the evergreen content.Read More
Businesses continue to create inbound campaigns around e-mail marketing. It’s important to understand and take advantage of e-mail marketing trends in 2019 if you want to keep your inbound campaigns fresh and your marketing messages relevant.
Is the time-tested tactic still as successful as it was a decade ago, or should you rethink your company’s e-mail marketing strategy?Read More
Instagram is a popular channel for social media marketing. Done well, it can foster engagement, visibility, and score major points for your brand reputation. In order to make all of that come to life, however, you need to approach your company Instagram page with the right tools and strategy.Read More
You’ve likely done some research on what it means to have an “effective” brand voice, but how can you be sure it’s resonating with your audience?
If you’re struggling here, don’t feel bad. Your brand’s voice is tough to measure. However, there are a few steps you can take to prove that your market is responding to what you’re putting out.Read More
There’s a lot of talk out there about a brand’s “voice” and what it means.
In the simplest terms, your brand voice is an agreed collaboration among executives, writers, marketers, and others in your company to project a certain image. It determines what you discuss in your corporate messaging, the tone you have, and how you want your company to be perceived from the outside.Read More